Challenge: Manufacturer was considering entering the surgical sponge market, and wished to understand competitive arena - awareness and attitudes towards other sponge manufacturers.

Solution: In-depth interviews with all hospital functions involved with sponge evaluation, acquisition and use – materials managers, pharmacists, nurses, OR directors, operating room nurses and surgeons.

Result: While the category has very high usage and is considered essential to successful procedures in many instances, brand recognition at the end user level is virtually non-existent. There is also significant pressure to reduce the number of SKU’s in the OR suite and storage area. Manufacturer is using this feedback to design their product line, along with related-use items and revised packaging concepts.

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